Why Companies Fail on Facebook

Feb 15, 2013

Facebook can be an incredible tool for businesses to use for marketing purposes. However, many companies fail to justify the time and money they spend on these projects with a worthwhile profit. Shouldn’t advertising be easy on something as simple as Facebook? Why do so many companies fail at creating success? The answers aren’t as simple as one might think.

Many companies fail to interact with their consumer base. As a result, the business page becomes all about a weekly sale or discount. Those are important to be sure, but the interactivity with potential customers will always net companies a sale. After all, the first rule of business is touching a client’s heart before touching their wallet. To do this, companies should ‘like’ comments of some fans, or engage in conversation with them about a popular aspect of the product or service being sold.

businesses fail on facebook

Sometimes, a company creates a Facebook page without a clear understanding of who they want to sell a product or service to. As a result, the sales pitches are not only boring and lifeless, but they are also aimless. There’s an old saying about how if one tries to please everyone, someone’s not going to like it. In the marketing world, if one tries to please everyone, practically no one will like it. This is a world where things are being sold and targeted at people all the time, and as a result advertising needs to be clear, concise and direct to the target audience to form a connection with them. Otherwise, the consumer will be able to tell that the company is only going for sales and do not care about them personally.

Consistent activity is very important. Companies shouldn’t expect any results if all they do is post once or twice a week. People can tell when someone’s serious about something or not. Posting something new every day shows a type of commitment that many people value, and it is essential to making a connection to loyal consumers. It makes them feel good that the business is just as into the product or service as they are, and makes them feel more obligated to support them.

Companies should never alienate their consumer base. There have been cases in the past where a customer posts harsh criticism on the business page’s wall. Instead of taking time to politely respond to criticism and address some of the issues brought up, many companies simply delete the post. All this does is show the client base how little the business cares about them. After this happens, backlash is always imminent. When a company directly engages in a constructive conversation with frustrated customers and/or potential clients, the chances of a sale being made in the future rises exceptionally.